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Challenge

After a successful re-positioning in the market, a new brand promise must be developed and made the guiding principle for internal and external communication.

Approach

Determination of the brand core and the brand values in comparison to the brand targets on the basis of a comprehensive survey of customers, employees, managers and petrol station leaseholders in the form of quantitative-qualitative interviews.

Result

Positioning of the HEM brand in various facets (petrol station brand, corporate brand, employer brand) and derivation of concrete topics and fields of action for future brand communication

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